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Much research on helping behaviour can be criticised as being ethnocentric, conducted in the USA alone. Thus, the studies are rather limited in terms of the lack of variety in the people studied. Latane and Darley were the first to systematically investigate the circumstances under which bystander's are/are not likely to intervene to help others, and promote pro-social behaviour. However, we must be cautious not to generalise the findings to other cultures. We cannot assume that the same circumstances apply equally to any human population. The tendency to make this assumption is something we need to be very aware of when drawing broad conclusions regarding pro-social behaviour from a limited sample. This implication highlights the need for cross-cultural research into pro-social behaviour. Each cultural group has social norms. Cultures also share values, which specify what kinds of pro-social behaviour are considered desirable. We all need to go through the processes of...

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